As I am sure
you have discovered as you have ventured into advertising your
products and services well written copy can be the difference
in a campaign that get results versus one that does not. We have
helped many of you enhance your copy and here are some tips that
key to writing great copy that communicates and persuades ...
to get results!
Remember the greatest motivational principle ever defined –
What’s in it for me (WIIFM)
from a ‘customer centered viewpoint, not your company viewpoint.’
In other words, focus on what is important to your reader which
means how you can help them solve a problem that they have, get
information that they need, etc. not just telling them about what
you want to sell them. Think about what your customers are REALLY
looking for. Tell them what the product benefits are (how it will
help them with a problem that they have) as oppose to telling
them about the features and how highly rated and wonderful your
product is. More often than not this is greeted with the infamous
reaction ‘so what.’
2. First Things First! Your Headline Must Grab Attention
or Else All is Lost.
If you do
not have a “killer” headline that gets their attention
and grabs them then you have already lost. The purpose of the
headline is to get them to read the copy. If you don’t grab’em
up front then they will never read the great copy you wrote. The
key to writing a highly effective headline is to focus on a benefit
to the customer that will peak their interest to know more. For
Not so good
– “The XYZ Company is the Best in the Screening Business”
Much Better – “Are you interested in learning how
to get faster and more accurate background checks?”
Lose The Jargon and Have a Conversation
Focus on the
benefits that your products and service offer and avoid industry
jargon, and technical terminology. Remember your goal is for them
to understand what you have written, not to impress them with
how much you know. Write your copy as if you were having a conversation
with the customer. In fact, the best copy will convey that you
are personally talking to the person reading it.
4. Use Testimonials
to hear from people that have benefited from your products, particularly
if the testimony tells about how well your service helped them
solve a problem or achieve a desired result. Be sure to provide
the persons’ name, title and company. This gives it credibility.
Be Very Clear About The Action You Want The Reader To Take. Make
The ‘Call For Action’ Explicit!
assume that because they read your ad that they are now going
to do something. Tell them exactly what you want them to do. Call
you? Email you! Order today! Write their congressman! Click here
to download our white paper right now!